First off, if you are familiar with influencer marketing, the terms “micro” and “macro” would be no surprise to you. In case you aren’t, don’t worry – we’ll start from scratch in order to get to the very bottom of the issue of choosing influencers that are JUST right for your brand.
In short, compared to macro, micro influencers are considered to have smaller following, which leads to a variety of characteristics that differentiate the two and make them more or less preferable for certain businesses.
While micro influencers may have lower reach, they tend to have a significantly higher engagement ratio due to the authenticity of content and their general accessibility. Not necessarily, but micro influencers often have more defined and loyal audience, which comes to be one of the reasons for higher engagement.
Simultaneously, macro influencers are true celebrities of the digital universe (mostly in real-life as well), who set trends and spread awareness to much greater masses. Accordingly, their work requests larger investments, and would most likely be coordinated through a talent manager or personal assistant, which which usually extends the duration of negotiation and content creation periods.
So, where is the fine line between micro and macro?
The truth is that there is no strict distinction between the two. Let’s talk about numbers for a moment. Some businesses count anybody starting with 1k followers as micros, some begin with 3k. The most commonly used range for micro influencers is 5,000 to 100,000 followers, with macros starting from 100k respectively.
Even though much of influencer marketing statistics may appear confusing and vague, there are 4 facts that should be clear as day:
Micro influencers do charge less
Saying this is stating the bleeding obvious, but you want to keep it in mind when deciding on a number of influencers per campaign versus the budget range. On sidebuy.com you can instantly see the estimated amount that influencer usually works for. Having analyzed our data, we’ve compiled a graphic table showing influencer following vs. price ratio. For instance, let’s say you have a tight budget of $1,000, which means you could potentially work with 2 macros that have a following of 100,000 or 7 micros with a following of 20,000. In the first case, you have a potential of exposing your campaign to 2 million followers and 1.4 million in the second. But those numbers is just a potential outcome – what actually counts is engagement.
Micro influencers have higher engagement ratio
Crucial to note that we are only discussing real influencers, with authentically grown following. As we all know, the current Instagram algorithm drastically drops social presence of those, who got fake/paid followers. As claimed by HelloSociety, micro influencers under 30k deliver 60% higher engagement results. It all makes sense when you put the puzzles in the right places: psychologically, consumers, aka followers, find bloggers with a smaller following to be more true, friendly, and trustworthy. Micro influencers put efforts into creating conversation with their audience, trying to establish a two-way street. Whilst, even if macros were willing to do the same, it is technically almost impossible for them to be as responsive and accessible to all of the active followers. Lastly, over the years of advertising abundance, the public has gotten fairly sceptical about celebrities and ads. Thus, fewer people would now believe that a celebrity is a real fan of a certain product, they are promoting online. On the other hand, consumer behavior also works the opposite way when macros are seen as idols and value experts, so if Kim Kardashian posts a new brand she is obsessed with – expect a good portion of her fans to be instantly wanting to obtain the product.
Calculating engagement ratio takes up extra time, that is why our Sidebuy team has added a new feature that measures profile engagement, so you can find the right influencer to work with in no time! Learn more on sidebuy.com.
Despite all the buzz, micro influencers are still in less demand
You might assume that since so many facts go into favour of smaller bloggers, they would be getting more offers from businesses. Believe it or not, but statistics show the opposite. According to the research done by Tapinfluence, brands are now working with influencers below 25k less by 10% compared to 2015.
Number of influencers per campaign is important
Because more brands are going for the ratio “Bigger influencers – smaller amount involved per campaign”, nearly 70% of campaigns include 10 or less influencers. It’s possible such numbers are caused by the new trend of brand ambassadorship, since businesses are looking for closer, long-term relationships in 2018. The facts are that campaigns which involve over 30 influencers, happen to have a drastically higher engagement and lower CPE.
So, which is better: micro or macro?
The answer solely depends on the characteristics of your brand as well as the campaign you are looking to utilize. To identify a solid conclusion, you need to answer a number of questions, which we will cover in the next blogpost.